The core benefit of effective employer branding is to gain interesting applicants and to retain important skilled staff. Especially businesses in the construction and real estate sectors require a strong brand as an employer in order to keep up with sought-after tec companies. In the previous issue of Valdivia Expert Tip, we introduced the steps of brand development: Employer Branding 2: Three Steps to Get Started — Valdivia (valdivia-consulting.com). This time, we look at this ’propellor’ of each and every type of employer branding – practicing appreciation.
Appreciation in Corporate Culture
Wherever staff need to be led and motivated, a few words of appreciation will often effect much more than extensive bonus programs. In short, sincere appreciation is the most economical way to encourage and motivate staff. Ideally, the company’s entire culture will be based upon this principle. Equal treatment, mechanisms against bullying, or diversity management strategies that make a point of including and considering the interests of senior citizens, migrants, disabled people, or members of the LGBTQ community, can all serve to illustrate this.
The challenge is being sincere. Praise that is only voiced to make the praised person perform even more willingly, will never be perceived as sincere appreciation. Genuine appreciation must be of substance and calls for personal messages: “Your presentation today was an eye-opener for me; I have never looked at things this way before,“ for instance, sounds much more convincing than a simple ”Great job!“ Staff members need to feel that their managers are actually engaging with them as an individual and their individual performance. Be it simple praise or a grand design of corporate culture – it is always about being aware of your staff: people want to be seen and they want their achievements to be recognized. That is why only tangible and personal recognition can create this effect. Diversity as lip service will have zero effect if, in day-to-day business, exclusion of individual groups is happening, if rumors are spread and jokes are made at their expense, or if managers even tolerate bullying.
How to Make Your Employer Brand Glow
However, once appreciation has been achieved both in the entire company and in staff behavior, it will have enormous positive effects, not only within the enterprise. People working in such a corporate environment will say good things about their working place outside of their offices as well – with friends and family as well as in social media, especially on evaluation platforms like kununu or Glassdoor.
What is more, such an appreciative corporate culture is the ideal foundation for an attractive and credible employer brand. There are different ways to communicate this to the outside world. On the one hand, staff members themselves can talk about it in public, in social media, for example.
On the other hand, appreciation can even show in the way applicants are addressed: Refraining from clichéd phrases or platitudes and instead giving detailed information on the company, the position, and the requirements displays appreciation for future employees even at a very early stage. And, of course, the good old rule of thumb applies: Do good and talk about it! If, for example, your company promotes age diversity, why not address ”Generation Experience“ directly in job advertisements as well as through targeted events, or at job fairs.